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Friday, Oct 22, 2010
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Marketing - New Products & Services
Nirlep to roll out new cookware range
Mr Mukund Bhogle
Pune, Oct 21
Aurangabad-based manufacturer of non-stick cookware, Nirlep Appliances Ltd, which began trial production at its Greenfield unit, is ready to launch a new range of upgraded entry-level products under the Aspa brand.
“We have upgraded and expanded our entry-level brand, Sakhi, and the new product range will hit the market by October-end as Nirlep Aspa,” Mr Mukund Bhogale, Managing Director, Nirlep told Business Line.
The company's premium range, Vajra, underwent a similar exercise and was launched some weeks ago as Acilis, a range of cookware with a green porcelain enamel exterior.
Nirlep has invested Rs 20 crore in a new plant that can quadruple its production capacity from 1.8 million units a year to nearly 7.2 million units.
It recently formed a joint venture with Italy-based Pardini SRL to market the latter's products in India.
The joint venture Nova Italia Food Services Pvt Ltd is essentially a marketing company that will bring to India Pardini's products, which are available in the European market, said Mr Bhogale.
“The joint venture has an open agenda, we may look at manufacturing Pardini's other range also in the future,” he added.
He places the Indian market for products catering to large kitchens and hospitality industry kitchens in the range of 20 million units in three years' time.
“Our target is 25-30 per cent market share,” he said.
This year Nirlep unveiled a new, revamped brand identity.
With revenue of Rs 60 crore last year, it expects to grow 30 per cent this year to touch revenue of Rs 80 crore.
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